The roles of sensory perceptions and mental imagery in consumer decision-making |
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| Institution: | 1. Ross School of Business, University of Michigan, Ann Arbor, USA;2. Department of Psychology, University of Southern California, Los Angeles, USA;3. Marshall School of Business, University of Southern California, Los Angeles, USA;1. Department of Marketing, Kedge Business School, Domaine de Luminy, Rue Antoine Bourdelle, 13009 Marseille, France;2. Department of Marketing, BI Norwegian Business School, Nydalsveien 37, 0484 Oslo, Norway;3. Crossmodal Research Laboratory, Department of Experimental Psychology, University of Oxford, Tinbergen Building, 9 South Parks Road, Oxford OX1 3UD, UK;1. Newcastle Business School, University of Northumbria at Newcastle, City Campus East, Newcastle upon Tyne NE1 8ST, United Kingdom;2. Hull University Business School, University of Hull, Cottingham Road, Kingston upon Hull HU6 7RX, United Kingdom |
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| Abstract: | The current study examines the relationship between sensory perceptions and mental imagery and the mechanism through which sensory perceptions and mental imagery influence behavioral intent in store-based retailing. An online survey was conducted with in-store purchasers (N = 455). The results showed a significant correlation between sensory perceptions and mental imagery. Supporting the sensory marketing framework, both sensory perceptions and mental imagery indirectly influenced behavioral intent via anticipatory emotion and decision confidence. No direct relationships between sensory perceptions and behavioral intent, and between mental imagery and behavioral intent were found. Supporting Construal Level Theory, sensory perceptions had consistently stronger influences on consumer responses than mental imagery, while the underlying process was identical between sensory perceptions and imagery. The findings from this study shed new light onto sensory research and offer relevant managerial implications to enhance in-store shopping experiences. |
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